The opportunity arose, in 2014, to collaborate with Golden Age public houses and create a branded food offer in The Royal Oak pub on York Street in Marylebone. What we cooked up was Burgerac’s Burgershack, a project where I put all the knowledge and passion acquired over years of blogging about London’s best burgers via my Burgerac blog to good use.
Both the menu and the brand itself were inspired by the awesomeness of the lovingly aged native breed, grass-fed beef supplied by Nathan Mills of The Butchery (who I’d wanted to work with on something for some time before this project) – and also by a desire to create delicious comfort food that delivers nostalgia as well as great flavour.
While the food I designed for Burgerac’s Burgershack has drawn praise from the Evening Standard, Shortlist, Cool Hunting, We The Food Snobs, London’s Best Burgers, and also Giles Coren, food critic for The Times – I’m equally proud of the graphic identity of the brand too – which I art directed, calling on illustrator Rob Flowers and design duo Crispin Finn to create illustration and brand identity respectively. And I got to put my food photography / blogging experience to good use too in order to promote regular specials via the website (designed, built and maintained by me), a regular newsletter and social media.
Burgerac’s Burgershack started as a collaborative creative experiment and wound down its operations at The Royal Oak and also at The Social at the end of 2016 with everyone involved having learned a hell of a lot about how best to dish up burgers, beers and good vibrations.